Jewish Elders and Korean Pop – Why Does it Work so Well?
By Anthony Frosh
You might have already seen this video. After all, it has already been shared on social media a fair bit, and received a very positive reception.
On the surface, it might not sound that impressive. You can imagine the pitch for the video:
We’re going to take a laptop and play the music video of a Korean pop song that has reached such heights of popularity that it has arguably become almost insanely irritating to those with a more sophisticated taste in music. We’re then going to show that music video to residents of a Jewish aged care facility, and ask them for their review!
On the above description, it’s probably not sound like the kind of thing one might be hanging out to see.
And yet it works so well! But why is it so engaging?
Obviously, a major part of it is that you have people encountering a stimulus that comes from such a different world to the one from where they have their foundations. But there’s more than that. The elderly do not have much of a voice in our society (and certainly not a multitude of voices). The result is that they are routinely de-individualised.
This video, produced by Jewish Care, re-individualises our elders, and in a fabulously entertaining way.
I’ll be honest. Over the years, as I have made regular (although arguably not as regular as they ought to have been) visits to aged care facilities to visit relatives, I have been guilty in my mind of de-individualising the residents. Perhaps it is a coping mechanism that avoids me thinking too much about how, in all likelihood, I will one day reach an age where I will be reliant on vital aged care services.
For me, the stars of this video, our elders, have not only provided engaging entertainment, but also provided a timely reminder on the need to respect our elders not only as a group, but also as individual personalities.
Oh, and now, the next time I hear Gangnam Style played as part of some exploit far less worthwhile than the above video, I will hopefully be a lot less irritated.
Disclosure: Jewish Care, the producer of the above video, is also a sponsor of Galus Australis.